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The world’s leader in consumer electronics, Samsung has reiterated its commitment to continue doing business on the African continent at the 8th edition of its annual Africa Forum which took place in Cape Town, South Africa.

“I believe that to know a place we must stand with its people, we must breathe in its air, we must listen to its heartbeat, in this way we can understand and love Africa,” said Y. Y. Kim, President and CEO of Samsung Africa.

This year’s event brought together Samsung staff, over 500 dealers, suppliers and other partners as well as almost 100 media personnel from across Africa.

It was to afford Samsung the opportunity to showcase its smart technology product ranges and highlight the company’s passion to the continent and its partners across Africa.

According to company officials, Samsung continues to view Africa as a “vital part of its global business and the company showed its commitments to the region by demonstrating the media and partners, products selected specifically for the unique needs of Africa’s customers.

“At Samsung Africa, we will listen to what you have to say, learn about what it means to be a part of Africa and to help whenever we can no matter how difficult,” Mr. Kim told a gathering of Africa’s media at the event.

Among the categories of products showcased are home appliances, consumer and business air-conditioning solutions, the latest developments in television and audio visual products, as well as a range of wearable mobile devices.

Themed on ‘One Pride’ which is in keeping with its African focus, Samsung explained in a statement that, “this relates to both Samsung’s pride in the quality of its products and the way the company and its partner network lead the region’s consumer electronics space, just like a pride of lions would lead in the bushveld."

“We talk about a herd of zebra and a school of fish, but we say pride of lions. The lion is king of the jungle, Strong and protective. “We’re the pride working to protect each other, to feed each other, to care for each other and in this way we can succeed together. The African pride, one pride,” Mr. Kim emphasized.

According to Michelle Potgieter, Director of Corporate Marketing and Communications at Samsung South Africa, the Africa Forum was organised to help Samsung to achieve its goal of “enriching our customer’s lives, while contributing to socio-economic prosperity across Africa and supporting a sustainable environment for us all.”

“The 8th annual Samsung Africa Forum affords us the opportunity to share our vision, commitment and world-class innovations in technology and design with our partners across the region. More crucially, it allows us to demonstrate that together, we can move forward with pride, passion and profitability,” concludes Potgieter.

Other speakers touched on the new products and innovations that Samsung has added to existing products including the Wind-Free wi-fi enabled air conditioner, the new QLED Q9, Q8, and Q7 TV series with 100 percent colour volume, the Top Mounted Freezer (TMF) refrigerator range, Samsung’s AddWash front-loader washing machines and the MS750 Soundbar.